msp marketing tips | tools and examples for differentiating your business to win new customers
DESCRIPTION
MSP marketing tips and best practices. How to differentiate your business to win more customers. Sample tools, techniques, and real world MSP samples of positioning diagrams, value propositions, differentiated messages, and other tips from Kaseya and Kaseya MSP customers. Presented by Kaseya and MSP Sales Pros. Apr 2013.TRANSCRIPT
MSP Marketing Tips
How to differentiate your business
to win more customers
April 23, 2013
Agenda
• Introductions
• Our sponsor
• Our MSP expert – Mark Woldman
– Why its important to define your service offering first – and how to do it
effectively
– How to validate the benefits of your services by polling the market – and
competitors
– Easy-to-use tool that shows you immediately where you stand in the market
– How to develop a differentiated marketing message that stands out from the
crowd
– How to scale marketing messages and sales collateral that build trust and
credibility
– Sample messages that have won new MSP contracts (using the power of Kaseya)
– Simple techniques to manage the process so you can stay ahead of your
competitors
• Kaseya’s input – David Castro
• Q&A
2
Stay with us until
the end and you
may win!
About Kaseya
• Enterprise-class IT systems management for everybody
• Key Facts– Founded 2000
– Privately held, no debt, no external capital requirements• Multi-million dollar R&D
– 33 offices worldwide in 23 countries with 450+ employees• 12,000+ customers
• Millions of assets managed
– 6 patents issued for IT service delivery processes & remote IT management processes• 37 patents pending
– Common Criteria (EAL2+) certified and FIPS 140-2 security compliant
– ITIL v2 and v3 compatible (Pink Elephant cert in progress)
4
Why MSPs Choose Kaseya Essentials
A single Kaseya user can proactively manage 1,000s of automated
IT systems and network tasks in the same amount of time
required by a team of technicians using other techniques
It’s the industry’s only patented single-server-single-agent
architecture; MSPs get enterprise-class capability that is easy to
use and easy to afford
With 60+% of top MSPs worldwide using Kaseya, they get access
to the most robust community available
And with so many ISVs plugging in to Kaseya via a seamless
integration process, they get an easy way to leverage their
existing strategic technology partnerships
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How to be different
Challenges selling “Managed Services”
• Highly competitive environment
• Referrals less common
• 90% of small business owners polled
said they know what “managed
services” are.
• SMBs do not recognize their need for
your service
How do I fix this?
7
Define your service offering first
Why is this so important?
– Need to know exactly WHAT you sell in
order to determine HOW to sell it
– Prospects do not understand BUY
conceptual solutions
– Helps you develop your Unique Selling
Proposition and Team Pitch
– Prevents the inside-out approach to
branding
8
Properly constructed Service Offers
• Build trust and confidence
• Position you as an expert in any market
• Spark engaging business conversation with prospects
• Alert prospects to potential risks which they were not aware of
• Bridge to gap between Price and Perceived Value
9
Building your service offer
10
•Keep levels of support to absolute minimum
– Too many options will cause confusion
– Convert your services to a product to distance yourself from
competitors
» FastCareFastCare PLUS
• Strategic sections keep prospects engaged
–Operational Efficiencies = Users
–Business Continuity = Servers
– Systems Reliability = Infrastructure
–Business Value = Strategy and guidance
Building your service offer
11
• Connect-the-Dots
• Avoid a spreadsheet approach that makes it easy to compare vendors
• Include everything you can deliver via Kaseya to eliminate the gap between price and perceived value
– Acceptable Use enforcement/monitoring
– USB Port Blocking
– Mobile Device Management
– Etc.
Who are you and do your customers
know or care?
• Your customer’s needs
• Your customer’s perception
• Your value – in a few words
• Your additional value – in more words
• Your credibility
• The Inside-Out test
Positioning Grid – MSP Firms A, B & C
Quality of
Services
Cost of
Services
Low High
Low
High
A
B C
Positioning Grid – Analysis & Perception
Why MSP C is DIFFERENT from MSP A
Quality of
Services
Cost of
Services
Low High
Low
High
(5,4)
(7,7) (10,7)
A
B C
Price leader
Highest quality provider
+5 service
+3 cost
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But how do
you get there?
Positioning Statement
A Tool to Help You Make the Move
Positioning Statement – Example
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How do I turn
that into MSP
messages?
MSP Messaging that Supports Positioning &
Value Proposition
MSP Message Template
User Pain Points in
Healthcare IT
MSP Probing Messages
Need to store and track
patient data
If you – or someone – need(s) to
access patient records after hours –
or remotely – can you do it quickly?
Must meet HIPAA and EMR
requirements
Does your practice require expert
EMR and Practice Management
software support?
Network must be available all
the time
What do you do if your nursing
station goes off line?
Unsure how to gain access to
additional funding sources
How can recent Federal stimulus
benefit your practice?
MSP Message Template
User Pain Points in
Healthcare IT
MSP Messages with
Appropriate Calls to Action
Need to store and track
patient data
Get patient data – securely – when you need it
most. Contact us today to discuss the many
benefits our HIPAA-compliant IT services can
provide to your practice.
Must meet HIPAA and EMR
requirements
Take the guesswork out of HIPAA & EMR IT
compliance. Visit our web site to find out how
we can help and how much our Healthcare IT
Service Solutions can save your organization.
Network must be available all
the time
Give your doctors and nurses the information
they need, anytime, all the time. Contact us
today to discuss the many benefits our HIPAA-
compliant IT services can provide to your
practice.
Unsure how to gain access to
additional funding sources
Don’t miss out on Federal funding for your
practice. Contact us today to receive our free
industry report on Healthcare IT compliance
and stimulus funding opportunities.
MSP Web Messages that Win
MSP Web Messages that Win
MSP Web Messages that Win
MSP Web Messages that Win
STILL
the #1
message
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What should I
watch out for?
Déjà vu?
Avoid the “Panda” Penalty
http://googlewebmastercentral.blogspot.com/2011/05/more-guidance-on-building-high-quality.html
Your Marketing Make-Over
Service Offer - Be seen as an Industry Expert with product packaging and branding
that will set you apart and prevent you from competing on price.
Message Alignment and Industry Data Sheets - Align your message with your target
markets and build credibility fast. This will prevent you from looking like every other
service provider.
Make your website stickier – Revise your web strategy and update your content to
keep prospects on the right page longer and drive them to the content that will set you
apart from your peers and make them want to learn more.
Follow a complete process - Reinforce your credibility – the message MUST match the offer.
Maintain a consistent message from first contact thru on-boarding.
Recap
Next Steps
• More on MSP Sales Pros
www.mspsalespros.com
• Learn more about Kaseya for MSPs
www.kaseya.com/msp
• For a free live product demo
www.kaseya.com/mspdemo
• For a free trial
www.kaseya.com/trynow
• To speak with us
www.kaseya.com/contactme
30@kaseyacorp/company/kaseya/KaseyaFan community.kaseya.com
Kaseya Industry Expert Webinars
www.kaseya.com/events/webinars